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Your Competition Is Spying on Your Digital Ad Strategy

Ken Roberts

It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.

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Topics: How to Choose an Ad Intelligence Solution

How to Report to Your C-Suite and Brand Managers on Digital Ads

Jordan Kramer

If your C-suite or brand manager asked tomorrow for a list of the most important metrics they should use to make ad spend decisions, could you deliver?

Many digital advertisers think they could. They pull numbers, package the data and deliver a weekly, monthly or quarterly report only to find out way too late they were wrong about what executives cared about.

That’s because data in digital advertising presents some difficulties.

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Topics: How to Choose an Ad Intelligence Solution

What Ad Intelligence Tools Can and Can’t Do

Jordan Kramer

The digital advertising industry has a serious transparency problem. Fraudulent ad traffic, or ad traffic that is from unqualified or non-human parties you didn’t pay to reach, is projected to cost $7.2 billion in 2016. Those costs continue to rise; the World Federation of Advertisers (WFA) believes the cost of ad fraud will total $50 billion or more by 2025. Says one senior advertising executive interviewed by the WFA:  

“Ad fraud is one of the most important issues that we face today.”

The problem is made possible by an opaque ad-buying environment in which consumers and providers regularly have zero insight into who is actually buying or selling ad inventory. Ad intelligence tools like Pathmatics seek to solve the transparency problem. These competitive intelligence platforms show users exactly how advertising dollars are spent across desktop, mobile and video. With these insights, brands strategize, plan and buy better, while reducing fraud and improving purchase efficiency.

Unfortunately, there exist some exaggerated or inaccurate claims about what some platforms can and cannot do. This is the opposite of the transparency we believe the industry deserves. Brands need accurate, honest information about the capabilities these platforms provide, so they can guarantee this technology is a good fit for their needs.  

This post is designed to help. It breaks down concisely what these tools can and cannot do, so you can make an informed decision about whether a platform is suitable for your needs.

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Topics: How to Choose an Ad Intelligence Solution

Spy on Your Competitors’ Paid Advertising Activity in 4 Steps

Jordan Kramer

The adoption of programmatic advertising has given rise to a “Wild West” ecosystem in digital advertising, making it extremely difficult for brands to benchmark their spend strategies against competitors’ paid efforts.

That’s where advertising intelligence comes in. Having access to comprehensive ad intelligence software allows you to monitor your competitors’ advertising activities and identify trends in their paid strategies. With this intelligence, you have the upper hand. 

Read on to find out what metrics you can effectively monitor across your industry with the right ad intelligence.

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Topics: How to Choose an Ad Intelligence Solution

What Competitive Intelligence Could Teach Big Retailers This Holiday Season

Jordan Kramer

November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.

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Topics: Holiday Advertisers, How to Choose an Ad Intelligence Solution, Retail Category

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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